Pulp Free Lima-Limón

Concept

A "free" product drags an old problem behind it: the entire category communicates in the negative. No sugar, no calories, zero of the other thing. Everything it says is what was taken out, and nobody gets excited buying a subtraction.

So I turned the sentence around: not what the product lacks, but what it gives you. "Your freedom has a new flavour." And the word freedom became wings — but wings made of lemon slices, one per feather, opening behind the bottle with the symmetry of an emblem. Freedom and flavour in a single object, with no explanation: you get it from fifty metres away.

The technical information comes afterwards, in its own section, which is where it belongs: the Free line, the lime-lemon flavour with pulp, no sugar and no calories, and the FUPADI seal, suitable for diabetics and gluten free. For somebody with diabetes, "no sugar" is a promise and the certification is a guarantee — which is why it is in plain sight.